How to measure customer satisfaction with email signatures

UPDATE (December 8, 2020): We’ve updated the article to provide simplified integration instructions for CodeTwo Email Signatures for Office 365.

There are many different ways to check if your customers are happy. This article presents how to measure customer satisfaction with email signatures. The method discussed below requires CodeTwo Exchange Rules if you are running on-premises Exchange or CodeTwo Email Signatures for Office 365 if you have an Office 365 organization.

How to Measure Customer Satisfaction with email signatures

Adding customer satisfaction surveys to your email signatures requires a survey creation tool. There are many to choose from, though you need to make sure the one you use supports one-click surveys. In this article, I am using a free trial of the Simplesat service. It lets me create one-click surveys with follow-up questions and has reporting tools. You can also create additional steps of the survey, which can differ depending on the customer responses.

sample CSAT survey reports

Above, you can see a report from a simple CSAT survey campaign. You can see how your customer service is rated and which customers might have suggestions on how to improve it further. If you add an optional question after a customer clicks the rating button, you will likely see that people are more willing to share their thoughts and suggestions than they ever were with traditional surveys. Reading the suggestions you receive is a perfect opportunity to better understand your customers and create the best customer service in your industry. Additionally, you can set up email notifications. This way, you will find out immediately if a customer is not satisfied (then contact them and try to save the day) or exceptionally happy (then ask them if they would like to share their opinion with others).

Customer Satisfaction email notification

Note: Survey creation tools have various ways to handle integration with email signature management software. For example, Simplesat can add tracking parameters to one-click survey links. Using them together with placeholders from CodeTwo software is the easiest integration to use. You create one common survey, insert it into an email signature rule and get personalized rating buttons for each employee (providing you with detailed individual satisfaction reports). Other solutions might require you to create separate surveys for each user and add personalized rating URLs to their custom attributes in Active Directory. The second method results in a similar integration but requires more time to set up.

How to measure customer satisfaction on Exchange Server

To implement this solution, you will need CodeTwo Exchange Rules and an online survey creation tool, as I mentioned above. If you are looking for a way to measure customer satisfaction in Office 365 with CodeTwo Email Signatures for Office 365, click here.

  1. I start with creating a customer satisfaction survey. Simplesat allows me to add AD placeholders (like {E-mail} or {First name}) in this step. Thanks to that, I can later add the survey’s HTML code to a signature template without the need to alter its HTML code.
  2. Next steps are done in the CodeTwo Exchange Rules Administration Panel. First, I open the Rules tab and create a new rule: Customer Support email signature – measure satisfaction. I place the rule just above the one which creates the current email signature for my Customer Service.

CodeTwo Exchange Rules Pro CSAT rule

  1. In conditions, I apply the rule to senders who match the AD filter [Department] equals ‘Customer Support’ (you can also choose members of a certain distribution group, depends on your AD infrastructure). The second condition is when the email body contains keyword [ticket closed]. I set the rule to delete this phrase automatically. Thanks to the second condition, the email signature with customer satisfaction buttons will be added only to emails sent upon closing a case. Because of that, customer will not rate their experience before the experience actually happens.

How to measure customer satisfaction with email signatures in Exchange 02

  1. Now I go to the next tab and add the Insert signature action. I choose the same template which I used for my standard Customer Service signatures and click Edit…, which opens the Editor.

How to measure customer satisfaction with email signatures in Exchange 03

  1. Using the Insert HTML Snippet option, I paste the survey’s signature code. Later on, I can use the Signature template editor to adjust the survey to the rest of the signature template:

Simplesat survey added

  1. Now, I can save the template, close the editor and go to the Options tab in the Administration panel. I choose to stop processing next rules if the rule is applied and go to the next rule if it is not. Because of that, the standard email signature for Customer Service will not append to the email signatures with the satisfaction buttons. Let’s not forget to save changes in the editor and to submit the changes made to the rules.
    Exchange Rules stop processing next rules
  2. The last step is to test if everything works and looks well. Linda T., a member of my Customer Service team, will send an email to herself. She includes the phrase [ticket closed] so that the buttons will be added. Here is how the signature looks like:

Customer satisfaction test in Outlook 2

  1. As you can see, the recipient cannot see the phrase, but the buttons are there, just waiting to be clicked. Let’s click one of them and see what happens:

Absolutely amazing langing page

The thank-you page is opened in the browser, and the rating is updated in the reporting tool of the survey service. Optionally, the user can submit additional feedback to let you know what your company can do better or what your strengths are.

The test is complete, and everything seems to be in order. Personally, I would also add an exception to the rule: Recipient is internal. Thanks to that, the employees will not be able to send emails with the rating buttons to themselves or their colleagues. You could also block the survey service domain completely for all internal users.

The keyword or keyphrase that initiates the rule can also be added by the software automatically, upon the conditions you specify.

See step-by-step integration guides for the most popular CSAT services

Measure customer satisfaction in Microsoft 365 & Office 365

You can measure Customer Satisfaction in Microsoft 365 or Office 365 in a similar manner. Instead of CodeTwo Exchange Rules, you will need CodeTwo Email Signatures for Office 365.

  1. Using the survey tool, I create a customer satisfaction questionnaire. When it is ready, I copy its HTML code and turn on the Manage Signatures App so that I can manage email signatures for my tenant.

Launch Manage Signatures App

  1. I add a new rule with the + button, add a fitting name and a description. Using arrows, I place it just above the Signature for Sales Department.

CodeTwo Email Signatures for Office 365 - CSAT rule

  1. In the Senders tab, I add the Sales Team.

CodeTwo Email Signatures for Office 365 - CSAT rule senders

  1. In the Keywords tab, I add a condition which applies the email signature with customer satisfaction buttons only when there is a [ticket closed] keyword in the body or subject of an email.

CodeTwo Email Signatures for Office 365 - CSAT keywords

  1. Next, in the Design tab, I add the HTML code of my customer satisfaction survey using the Insert HTML Snippet button. Here is how the actual email signature will look like:

Preview of the email signature with Simplesat survey

With these settings, each email which includes the [ticket closed] keyword in the message subject will have the satisfaction survey added.

See step-by-step integration guides for the most popular CSAT services

Now that the configuration process is finished, it will not be long until you receive your first results. Thanks to this feedback, you will learn how your customers rate each member of your team, and what they suggest you should change to increase your customer satisfaction.

Modify the solution to your needs

CodeTwo Exchange Rules and CodeTwo Email Signatures for Office 365 give you the chance to customize my method freely. The effect you achieve might be completely different than the one I present, it all depends on your needs and the survey tools you use.

First, you have to think about what you want to achieve. Do you want to measure customer satisfaction for the whole team, or for each employee? The thank-you page can include a link to another, more detailed survey. Maybe you want to simplify voting for the Employee of the Month title? No matter which option you choose, you can use the CodeTwo tool to achieve it.

CodeTwo Email Signatures for Office 365 is the world-leading and highest rated email signature solution for Microsoft 365 & Office 365. It’s a cloud service deployed on Microsoft Azure in a region of customer’s choice, backed up by world’s only 4-level security system compliant with ISO/IEC 27001 & 27018 and a free 1-year Microsoft 365 data backup service, which makes it the most secure signature software on the market. Our product is co-engineered with Microsoft and awarded by Microsoft for exceptional Customer Experience.

CodeTwo offers solutions for organization-wide email signature management, data backup and migration for Microsoft 365 & Exchange Server, developed for 15 years and used by over 90k organizations worldwide, including Facebook, Samsung and UNICEF.

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